Relationship between convenience store image and consumers' satisfaction and loyalty: case study of Bangkok CP Fresh Marts
View/ Open
Date
2020-01-14Author
Leartponrat, Duangporn
ดวงพร เลิศพลรัตน์
Metadata
Show full item recordAbstract
The purposes of the study was to study the convenience store image,
consumers’ satisfaction and loyalty which was differentiated by demographic
characteristics, and to study relationship between convenience store image and
consumers' satisfaction and loyalty. The questionnaire was applied as a research tool.
The population in this study were 384 consumers of 108 CP Fresh Mart stores in
the Bangkok metropolitan area. The statistics used were Percentage, Mean, Standard
deviation, t-test, one-way ANOVA and Pearson's correlation coefficient at statistical
significance level of 0.05.
The research result revealed demographic factors regarding consumers who
shopped at CP Fresh Mart with different genders, ages, education levels, average
monthly income, and the frequency of the use of service were dissimilar in terms of the
consumer image, consumer satisfaction, and customer loyalty at the 0.05 level of significance. The convenience store image was positively correlated with the
consumers’ satisfaction and loyalty statistically significant at the 0.01 level.
Collections
- Theses [97]